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Early adverts focused on men, women (even children), fun, health and the outdoors and the box was pretty much absent

In every circumstance Im aware of, a physician has recommended it

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Jordi Roca, the pastry chef, is famous for making desserts that taste like perfumes smell - this is much better than it sounds

Insight: Understand the aspirations of heavy heated tobacco users who seek a brand that resonates with their lifestyle and offers a sense of belonging